This is a bonus behind-the-scenes look at our conversations with executives for Digiday’s 2024 Media Agency Report, which examined the current and future state of media agencies, from the perspective of total client spending and spending by media channel, and delved into the impact of retail media on the agency landscape.

Digiday hosted a focus group of eight senior media agency executives who oversee media investment at holding company-owned and independent media agencies to gather first-person accounts of client spending. Agencies and networks that participated in the focus group were:

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